“There’s no room for my hat.”

@AmpersandMobile @jooteoh

So why did hats go out of fashion?

Is the mobile app dead?

of 25-34 year olds believe that touch input is on the way out and will be replaced by more intuitive interactions such as voice, motion or other new innovation

of customers generally avoid/are suspicious about big brand apps as they see them as just a one-way marketing tool

of customers believe that the majority of apps today do not engage they merely market and push content and ads

of customers believe that mobile apps have reached market saturation and something new is needed

The Key Stats:

2 in 3

1 in 2

3 in 4

4 in 5 delete apps after just using them once

Where is it all going wrong?

Demographics: Baby-Boomers & Millennials

Psychosomatic: assurance, stress reduction, new interactions

Attitudes & Behaviours: Quantified self, Trust as currency, War of context

Demographics: Baby-Boomers & Millennials

Over 30 per cent of the UK population are above the age of 50. They hold 80 per cent of the wealth in the country.

By 2020 they will make up 50% of the UK population.

Globally, by 2050, the UN estimates there will be over 2bn people aged over 60.

Households headed by someone aged 65+ contribute about £121 billion of spending power every year.

For the 50 plus group as a whole, it is over £300 billion a year

(Age UK, 2013)

“We want to use mainstream products.”

“We identify one generation younger.”

“We are very active (and not necessarily lonely!)”

“We are not afraid to use technology if it is an enabler to something else.”

The birth of new products and services

Millennials: By 2030, 75% of the working population. Always had the internet or a mobile phone. Shaped by social media, not MTV. Still living with their parents. Most access to education. Most access to travel. Online shopping is the norm. Speak many languages. Daily victims of cyber attack. Won’t have to drive.

Millennials want

1) immediacy : 77% believe that companies will only offer what they want, when they want it.

2) their opinions to be worth money: 67% believe that their data will be worth more than their possessions.

3) to share with people like them : 71% of our respondents believe the sharing economy will be the norm in the future.

Attitudes & Behaviours:

Quantified self, Trust as currency, Conflict of context

Quantifiable self

I own my own data.

I’ve researched online.

Are you sure this is correct?

Make it simple and clear

It’s so confusing, help me make the right decisions

When things go wrong, be by my side

Trust as currency

Mobile search needs

Casual Look Up Learn Investigate

Informational Window Shopping Trivia Information

gathering Research

Geographic Friend Check-ins Directions Local points of

interestTravel

planning

Personal Information Management

Check notifications

Check Calendar

Situation analysis

Lifestyle planning

Transactional Acting on notifications

Price comparison Online shopping Product

monitoring

Russell-Rose & Tate 2013

Show me you know me, and show me how much you care, but only when I want you to.

I will pay extra to hide my data, but you should know me from what I reveal about myself.

The Conflict of Context

“Big Data is like Teenage Sex: Everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it…”

Dan Ariely

Big Data:

Psychosomatic: assurance, stress reduction, new interactions

Assurance : haptic feedback

Stress reduction : train your mind

New interactions : brain control

Demographics: Baby-Boomers & Millennials

Psychosomatic: assurance, stress reduction, new interactions

Attitudes & Behaviours: Quantified self, Trust as currency, War of context

Be timeless, yet current1. It is a state of mind 2. Be careful with context 3. The simpler, the better 4. Trust is key

What’s your hat going to look like?

@jooteoh @ampersandmobile